Release:2019, Vol. 3. №1
About the author:Maria V. Lisauskene, Cand. Sci. (Philos.), Associate Professor, Director of the East Siberian Institute of System Research and Sociology (Irkutsk, Russian Federation); Associate Professor, Department of Public Relations and Advertising Technologies, Irkutsk State University (Irkutsk, Russian Federation); firstname.lastname@example.org
This article studies the defining features of the digital generation, or the “Generation Z”, which has recently entered the global public relations, in the context of the modern theory of generations. The author presents a comparative analysis of changes in life values and behaviors of post-Soviet generations X, Y, and Z. The main results and conclusions presented in the article rely on the materials of perennial sociological generational studies of young people, conducted by the author in 1989-2018. This study lists the features of the Russian digital generation and their differences from their Western peers. The results show that the value priorities of young people include a commitment to traditional family values, which are considered to be the foundation for their success in life. The author reveals the features of communicative actions and patterns of young Siberians in the virtual and real space and defines the political positions and models of the political activity of Irkutsk schoolchildren and students, their attitude to the government and the opposition. This paper identifies migration strategies of young Siberians and their relationship to the motherland. The results prove that in the context of globalization and the development of computer technology, there have been changes in the self-identification of young people, and that the desire for cosmopolitanism and identification with the “Man of the Earth” has been fixed in the minds and life strategies of the respondents. The author concludes that there is a need for a comparative sociological study of generations of young people, based on a uniform methodology and technique, both in Russia and abroad.